Livpure media, creative accounts up for grabs as brand plans 100% hike in marketing spends

Livpure, a leading brand in water and air purification, is currently expanding its media strategy and both creative and multimedia accounts are up for grabs.

Previously managed by Allianz and Promodome for media, and VML for creative duties, the brand is now looking to diversify its agency partnerships to support its growing business.

The company plans to ramp up media spends by 100%, focusing heavily on performance marketing for its direct-to-consumer (D2C) business. While Allianz and Promodome Digital will remain part of the roster, Livpure will bring in additional agencies for broader creative and digital marketing needs, including social media, performance marketing, and campaign management.

Livpure's media strategy will see significant investments across both digital and television, as the company prepares to open pitches for these roles in the coming weeks.

Livpure’s business revolves around three core segments - water as a service, kitchen appliances, and sleep solutions.

“The 'water as a service' model is a fully online D2C business that relies heavily on performance marketing. It’s crucial for us to maintain a consistent daily run rate, so we focus on a classic funnel approach — from generating awareness to driving conversions and building a loyal consumer base,” said Nitin Malhotra, Livpure’s VP-marketing

“For our other segments, such as water purifiers and kitchen appliances, we are amplifying our media spends to increase awareness. Our goal is to communicate the unique product offerings and technological advantages we bring to these categories. This strategy is essential for positioning our brand as a leader in both water purification and kitchen solutions. By highlighting our innovations, we aim to differentiate ourselves and engage a broader consumer audience,” Malhotra added.

Just last month, Livpure secured Rs 208 crore in funding from M&G Investments through its Catalyst investment strategy, along with Rs 25 crore from Ncubate Capital Partners.

The funds will be used to accelerate category expansion, product development, and enhance market presence to meet evolving consumer needs in the home segment.

Livpure has raised nearly $80 million to date.